8E550901 Introduction to business creation

Hiroshima University Syllabus

Japanese

Academic Year 2026Year School/Graduate School Common Graduate Courses (Doctoral Course)

Lecture Code 8E550901 Subject Classification Common Graduate Courses

Subject Name 事業創造概論

Subject Name
（Katakana）ジギョウソウゾウガイロン

Subject Name in
English Introduction to business creation

Instructor HAMAMOTO AMI

Instructor
(Katakana) ハマモト　アミ

Campus Across Campuses (videoconferencing, etc.) Semester/Term 1st-Year, Second Semester, Intensive

Days, Periods, and Classrooms (Int) Inte：Online

Lesson Style Lecture Lesson Style
(More Details) Online (simultaneous interactive)

Credits 1.0 Class Hours/Week 　 Language of Instruction J : Japanese

Course Level 5 : Graduate Basic

Course Area（Area） 21 : Fundamental Competencies for Working Persons

Course Area（Discipline） 03 : Career Education

Eligible Students Graduate student (Doctoral Course)

Keywords Innovation management, Value creation, Design thinking

Special Subject for Teacher Education 　 Special Subject 　

Class Status
within Educational
Program
(Applicable only to targeted subjects for undergraduate students) This course is one of the elective subjects in the category of "Career Development and Data Literacy Courses" for Common Graduate Courses. This category of courses aims to provide opportunities for students to learn about the development of the current social systems, to gain knowledge needed for the future, to concretely tackle the challenges facing modern society, and to acquire the ability to utilize knowledge and skills.
Criterion referenced
Evaluation
(Applicable only to targeted subjects for undergraduate students)

Class Objectives
/Class Outline Contemporary Context and Rationale
In an era defined by uncertainty and rapid transformation, leaders are required to cultivate a vision that transcends narrow disciplinary boundaries. The capacity to identify fundamental societal and research challenges from a macro perspective and to design solutions at the micro level is an increasingly important capability in today’s business and research environments. In business creation particularly, generating innovative ideas that transform society is essential, yet remains a formidable challenge for many.

Course Objectives
In this course, we engage participants in the process of reframing societal challenges through fresh perspectives. Through the design of powerful questions, we expand cognitive frameworks and cultivate the ability to craft meaningful value propositions. Along this path, participants will engage with their own strengths, develop panoramic and multifaceted perspectives, and explore practical solutions that lead toward business creation.

Course Format
This course centers on group discussion. Within an environment that embraces trial and error and mutual learning, participants will experience firsthand the process of generating ideas and crafting value propositions. Learning from failure is positioned as an integral element of this course. Through practice, participants will build the capacity to construct concrete solutions and envision the future.

Course Options
This course offers two formats: a synchronous online course in Japanese and an asynchronous on-demand course in English. Please select the format that best aligns with your learning style and objectives.

Japanese Course (Online, Synchronous)
Approximately 80% of the online sessions consist of active discussion in Japanese. The emphasis is on experiencing the actual process of generating ideas in ways directly applicable to research and business practice. While fluent Japanese communication is essential, those who feel uncertain about discussion are welcome. We have carefully designed the course to foster psychological safety and have incorporated facilitation techniques throughout to support productive dialogue. Your diverse perspectives and experiences serve as valuable resources that deepen collective learning.

English Course (On-Demand, Asynchronous)
The on-demand course is delivered entirely in English, offering a structured approach to building theoretical foundations while introducing a diverse range of practical exercises. While there are no live discussions, substantial assignments are provided to support deep understanding and internalization of the course content. This format is ideal for those who prefer to learn at their own pace.

Class Schedule lesson1　The Importance of Panoramic Thinking in an Uncertain and Complex Era (L/GD)
lesson2　Collaborative Idea Generation through Leveraging Diversity (L/W/GD)
lesson3　Value Propositions in Business Creation: The Essence of Value and Design Thinking (L/W/GD)
lesson4　Deepening Value Propositions: Identifying True Needs of Stakeholders (L/W/GD)
lesson5　Designing Questions: Reframing Challenges from New Perspectives (L/GD)
lesson6　Future-Oriented Thinking: Envisioning Future Society and Challenges (L/GD)
lesson7　Building Business Creation Plans: Concept Development through Integrative Approaches (W/GD)
lesson8　Presentation and Synthesis (P)

Course Format
Two-day intensive course (Fall intensive session; specific dates will be announced later)

Day 1
• Session 1: 12:00 – 13:30
• Session 2: 13:45 – 15:15
• Session 3: 15:30 – 17:00
• Session 4: 17:15 – 18:45
Day 2
• Session 5: 12:00 – 13:30
• Session 6: 13:45 – 15:15
• Sessions 7 & 8: 15:30 – 18:00 (including break)

※L: Lecture / W: Workshop / GD: Group Discussion / P: Presentation
※As this is an intensive course format, the content of each session is interconnected and progresses in relation to one another. Content may be adjusted based on learning progress and the depth of discussions.

Text/Reference
Books,etc. References:
・Creativity and Innovation Management : Journal
https://onlinelibrary.wiley.com/journal/14678691
・DESIGN CONFERENCE : International conference
https://www.designconference.org/
・Osterwalder A (2004), The Business Model Ontology a Proposition in a Design Science Approach (Doctoral dissertation, Université de Lausanne, Faculté des hautes études commerciales ).
・Takashi Maeno, Toshiyuki Yasui, Seiko Shirasaka, Yoshikazu Tomita, Kintoku Ishibashi, Toru Iwata, Hiroyuki Yakita
“Change the world with system x design thinking” Keio SDM "How to Create Innovation"
・Alex Osterwalder, Yves Pigneur, Greg Bernada, Alan Smith, Seki Miwa 2015 "Value Proposition Design" Create products and services that customers want

PC or AV used in
Class,etc. Text, Handouts, Microsoft Teams, Other (see [More Details])

(More Details) Miro (https://miro.com/ja/)

Learning techniques to be incorporated Discussions, Post-class Report

Suggestions on
Preparation and
Review Consulting the reference text, especially Value Proposition Design, may facilitate deeper understanding of the course material.

Requirements To ensure effective online group work in this course, please note the following:
• Online Tools
This course will use Teams and Miro (https://miro.com/ja/). Please create an account before the first session. If you are unfamiliar with these tools, we recommend exploring them in advance to feel more comfortable. While we will provide a brief explanation of Miro during class, prior familiarization is encouraged.
• Group Discussions (Primary language: Japanese)
This course values active dialogue and mutual learning. As approximately 80% of the course consists of workshops and discussions, we encourage you to participate actively while feeling comfortable. Please share your experiences and perspectives with the group.
• Camera Use
Seeing each other's faces online helps create a more connected and engaging environment. We kindly ask that you keep your camera on during discussions whenever possible.
Thank you for your cooperation, and let's learn together.

Grading Method • Contribution to group work (contributions that advance the group's progress): 40 points
• Contribution to class (active participation and engagement): 30 points
• Report: 30 points

Practical Experience Experienced

Summary of Practical Experience and Class Contents based on it An instructor with experience as a startup founder and as a board member in venture-backed and publicly listed companies draws on this practical experience to teach the fundamental concepts of design thinking and the processes of idea generation in business creation.

Message

Other

Please fill in the class improvement questionnaire which is carried out on all classes.
Instructors will reflect on your feedback and utilize the information for improving their teaching.

Academic Year	2026Year	School/Graduate School	Common Graduate Courses (Doctoral Course)
Lecture Code	8E550901	Subject Classification	Common Graduate Courses
Subject Name	事業創造概論
Subject Name （Katakana）	ジギョウソウゾウガイロン
Subject Name in English	Introduction to business creation
Instructor	HAMAMOTO AMI
Instructor (Katakana)	ハマモト　アミ
Campus	Across Campuses (videoconferencing, etc.)	Semester/Term	1st-Year, Second Semester, Intensive
Days, Periods, and Classrooms	(Int) Inte：Online
Lesson Style	Lecture	Lesson Style (More Details)	Online (simultaneous interactive)

Credits	1.0	Class Hours/Week		Language of Instruction	J : Japanese
Course Level	5 : Graduate Basic
Course Area（Area）	21 : Fundamental Competencies for Working Persons
Course Area（Discipline）	03 : Career Education
Eligible Students	Graduate student (Doctoral Course)
Keywords	Innovation management, Value creation, Design thinking
Special Subject for Teacher Education		Special Subject
Class Status within Educational Program (Applicable only to targeted subjects for undergraduate students)	This course is one of the elective subjects in the category of "Career Development and Data Literacy Courses" for Common Graduate Courses. This category of courses aims to provide opportunities for students to learn about the development of the current social systems, to gain knowledge needed for the future, to concretely tackle the challenges facing modern society, and to acquire the ability to utilize knowledge and skills.
Criterion referenced Evaluation (Applicable only to targeted subjects for undergraduate students)
Class Objectives /Class Outline	Contemporary Context and Rationale In an era defined by uncertainty and rapid transformation, leaders are required to cultivate a vision that transcends narrow disciplinary boundaries. The capacity to identify fundamental societal and research challenges from a macro perspective and to design solutions at the micro level is an increasingly important capability in today’s business and research environments. In business creation particularly, generating innovative ideas that transform society is essential, yet remains a formidable challenge for many. Course Objectives In this course, we engage participants in the process of reframing societal challenges through fresh perspectives. Through the design of powerful questions, we expand cognitive frameworks and cultivate the ability to craft meaningful value propositions. Along this path, participants will engage with their own strengths, develop panoramic and multifaceted perspectives, and explore practical solutions that lead toward business creation. Course Format This course centers on group discussion. Within an environment that embraces trial and error and mutual learning, participants will experience firsthand the process of generating ideas and crafting value propositions. Learning from failure is positioned as an integral element of this course. Through practice, participants will build the capacity to construct concrete solutions and envision the future. Course Options This course offers two formats: a synchronous online course in Japanese and an asynchronous on-demand course in English. Please select the format that best aligns with your learning style and objectives. Japanese Course (Online, Synchronous) Approximately 80% of the online sessions consist of active discussion in Japanese. The emphasis is on experiencing the actual process of generating ideas in ways directly applicable to research and business practice. While fluent Japanese communication is essential, those who feel uncertain about discussion are welcome. We have carefully designed the course to foster psychological safety and have incorporated facilitation techniques throughout to support productive dialogue. Your diverse perspectives and experiences serve as valuable resources that deepen collective learning. English Course (On-Demand, Asynchronous) The on-demand course is delivered entirely in English, offering a structured approach to building theoretical foundations while introducing a diverse range of practical exercises. While there are no live discussions, substantial assignments are provided to support deep understanding and internalization of the course content. This format is ideal for those who prefer to learn at their own pace.
Class Schedule	lesson1　The Importance of Panoramic Thinking in an Uncertain and Complex Era (L/GD) lesson2　Collaborative Idea Generation through Leveraging Diversity (L/W/GD) lesson3　Value Propositions in Business Creation: The Essence of Value and Design Thinking (L/W/GD) lesson4　Deepening Value Propositions: Identifying True Needs of Stakeholders (L/W/GD) lesson5　Designing Questions: Reframing Challenges from New Perspectives (L/GD) lesson6　Future-Oriented Thinking: Envisioning Future Society and Challenges (L/GD) lesson7　Building Business Creation Plans: Concept Development through Integrative Approaches (W/GD) lesson8　Presentation and Synthesis (P) Course Format Two-day intensive course (Fall intensive session; specific dates will be announced later) Day 1 • Session 1: 12:00 – 13:30 • Session 2: 13:45 – 15:15 • Session 3: 15:30 – 17:00 • Session 4: 17:15 – 18:45 Day 2 • Session 5: 12:00 – 13:30 • Session 6: 13:45 – 15:15 • Sessions 7 & 8: 15:30 – 18:00 (including break) ※L: Lecture / W: Workshop / GD: Group Discussion / P: Presentation ※As this is an intensive course format, the content of each session is interconnected and progresses in relation to one another. Content may be adjusted based on learning progress and the depth of discussions.
Text/Reference Books,etc.	References: ・Creativity and Innovation Management : Journal https://onlinelibrary.wiley.com/journal/14678691 ・DESIGN CONFERENCE : International conference https://www.designconference.org/ ・Osterwalder A (2004), The Business Model Ontology a Proposition in a Design Science Approach (Doctoral dissertation, Université de Lausanne, Faculté des hautes études commerciales ). ・Takashi Maeno, Toshiyuki Yasui, Seiko Shirasaka, Yoshikazu Tomita, Kintoku Ishibashi, Toru Iwata, Hiroyuki Yakita “Change the world with system x design thinking” Keio SDM "How to Create Innovation" ・Alex Osterwalder, Yves Pigneur, Greg Bernada, Alan Smith, Seki Miwa 2015 "Value Proposition Design" Create products and services that customers want
PC or AV used in Class,etc.	Text, Handouts, Microsoft Teams, Other (see [More Details])
(More Details)	Miro (https://miro.com/ja/)
Learning techniques to be incorporated	Discussions, Post-class Report
Suggestions on Preparation and Review	Consulting the reference text, especially Value Proposition Design, may facilitate deeper understanding of the course material.
Requirements	To ensure effective online group work in this course, please note the following: • Online Tools This course will use Teams and Miro (https://miro.com/ja/). Please create an account before the first session. If you are unfamiliar with these tools, we recommend exploring them in advance to feel more comfortable. While we will provide a brief explanation of Miro during class, prior familiarization is encouraged. • Group Discussions (Primary language: Japanese) This course values active dialogue and mutual learning. As approximately 80% of the course consists of workshops and discussions, we encourage you to participate actively while feeling comfortable. Please share your experiences and perspectives with the group. • Camera Use Seeing each other's faces online helps create a more connected and engaging environment. We kindly ask that you keep your camera on during discussions whenever possible. Thank you for your cooperation, and let's learn together.
Grading Method	• Contribution to group work (contributions that advance the group's progress): 40 points • Contribution to class (active participation and engagement): 30 points • Report: 30 points
Practical Experience	Experienced
Summary of Practical Experience and Class Contents based on it	An instructor with experience as a startup founder and as a board member in venture-backed and publicly listed companies draws on this practical experience to teach the fundamental concepts of design thinking and the processes of idea generation in business creation.
Message
Other
Please fill in the class improvement questionnaire which is carried out on all classes. Instructors will reflect on your feedback and utilize the information for improving their teaching.

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